Network West Midlands (NWM) is the body in charge of public transport in one of the UK’s most populous regions. Trains, trams, buses and metros. The lot. When they found that more people than ever were driving to work, they asked us to create a campaign that would encourage them to leave their cars at home.
To do just that, we decided to show our captive audience just what they were missing, by creating tactical OOH ads in high traffic areas.
Our insight was that people can achieve more by commuting on public transport. Our challenge was to inspire them to do it. Our campaign was ‘your commute, better spent.’ I worked with my creative partner to deliver an idea that juxtaposed the perception of the commuter journey, with what was really possible. The client loved it so much that they bought twice the planned amount of executions and invested in radio. Take a look at the scamps and the finished product.
And here’s the radio ad: